"The need to engage businesses and decision makers with customers can only increase in importance, and as it does, the market research industry must recognise that engagement is a facet of what we do."

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Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view.

— Peter Drucker